#LiveBeautifully seems an apt hashtag for the latest ad from Lacoste. Created to support the brand’s “Life is a Beautiful Sport” campaign, it’s an arresting 60-second film depicting “a man about to risk it all to win the game of his life”.
That game, it’s suggested, is love. The Big Leap, as the spot itself is called, sees actor Paul Hamy building up the courage to go in for a kiss with model Anna Brewster in one scene, while another (the metaphor) sees him leaping off the side of a building and falling towards the ground until their lips lock.
The film was created by BETC and directed by Seb Edwards. It features “You & Me”, a song by Disclosure featuring Eliza Doolittle remixed by Flume.
It launched in France during the Winter Olympics Opening Ceremony, and will be broadcast globally from March 2014 onwards.